WHP unveils men’s grooming and fragrance collection amid partnership deals
28 Jan 2022 --- WHP Global is expanding the Joseph Abboud brand into the growing self-care market with the launch of a men’s grooming line – featuring hair, face and body washes – and a new fragrance collection.
The collection is made possible through separate license agreements with A.P. Deauville and 3B International. WHP will design, develop and distribute a complete collection of men’s bath, body care and grooming products in collaboration with A.P. Deauville.
In addition, WHP’s worldwide licensing agreement with 3B International is to produce and distribute a new line of Joseph Abboud fragrances.
“We are happy to bring Joseph Abboud into the men’s beauty market and grow our network of partners with the addition of 3B International and A.P. Deauville,” says Stanley Silverstein, chief commercial officer at WHP Global and owner of the Joseph Abboud brand.
“With two new collections launching and a global men’s apparel business, we are bringing the Joseph Abboud customer an even more personalized brand experience to support their multifaceted lifestyle.”
In the spring of 2022, the new collections will be available. Hair, face and body wash from Joseph Abboud Grooming will be available in select department stores, e-commerce and specialized shops in the US and Canada. Four Eau de parfums by Joseph Abboud will be available in fine department shops, e-commerce sites and specialized retailers around the US.
Expansion of fashion brand to personal care
Joseph Abboud delivers a modern take on heritage ready-to-wear and customized menswear with timeless designs. The brand has experienced strong growth within its core collections, including tailored clothing, special occasion and return to office looks.
The fragrance collection will feature four eau de parfums by Joseph Abboud.
Acknowledging the brand’s heritage, 3B International’s executive vice president, Mike Kewer, says: “The Joseph Abboud brand holds so much heritage and style that translates seamlessly to the fragrance industry.”
“With the WHP Global team, we will launch four new prestige fragrances and deliver a scent for every man and occasion through this collection.”
Men’s grooming industry moves
As the male grooming sector continues to grow, it was found that the men’s care section promotes overall health through hygiene routines. Yesterday, Lycored stated that men are looking for safe and effective skincare ingredients to improve their looks subtly.
Meanwhile, H.I.M.-istry Naturals and Nordstrom released an organic skincare collection for the male grooming space.
Edited by Nicole Kerr
